Rascasse Audience Intelligence

Chinese culture Audience in United States

A data profile of the people who buy, follow and care about Chinese culture in United States — modelled from more than twelve digital signal sources. Chinese culture has an estimated audience of 6,438,703 people in United States.

#3209among Topic in United States#336in Politics & Society

The average Chinese culture fan in United States is 41.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Malaysia, Beijing, Tibet, with strongest over-indexing on Malaysia (9.42× the country average).

Demographically, the Chinese culture audience skews more female with an average age of 41.9, and over-indexes on personality traits such as Patriotism, Spirituality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Chinese culture fan in United States is more female, around 41.9 years old, with strong Patriotism tendencies and a notable affinity for Malaysia.

Category: Politics & Society · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Chinese culture profile in United States.

Audience size
6.4M
in United States
Gender
55.6%♀
44.4% male
Age
41.9
average years
Country rank
#5398
Topic in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Chinese culture fans

55.6% are female, 44.4% are male, average age 41.9.

Fig. 02

Gender split

55.6%
Female
44.4%
Male
Demographic split for Chinese culture audience in United States
MetricValue
Female55.6%
Male44.4%
Average age41.9
Estimated audience size6,438,703
Fig. 03

Age distribution

Ø 41.9
average years
Age distribution of the Chinese culture audience in United States
Age bracketShare%
16-1917%
20-2916%
30-3918%
40-4920%
50+29%
Fig. 04

Worldwide distribution

10.6%

of the worldwide Chinese culture audience comes from United States.

Worldwide audience distribution share by country for Chinese culture
CountryShare
China15.5%
United States10.6%
Japan8.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Chinese culture audience in United States is strongest.

Fig. 05

Top regions by affinity

Chinese culture fans by region: top regions in United States
#RegionReachAffinity×
01Hawaii~50K1.93×
02Texas~800K1.51×
03California~1M1.38×
04Washington~200K1.26×
05Georgia~200K1.23×
06New York~400K1.21×
07Maryland~100K1.16×
08Indiana~100K1.11×
09Utah~60K1.10×
10North Carolina~200K1.08×
11South Carolina~100K1.08×
12Arizona~100K1.07×
13Oklahoma~80K1.07×
14Missouri~100K1.05×
15Virginia~200K1.03×
16Pennsylvania~200K1.02×
17Kentucky~80K1.02×
18Mississippi~50K1.01×
19North Dakota~10K1.01×
20Nebraska~30K1.00×
21Louisiana~80K0.99×
22Iowa~50K0.99×
23Kansas~50K0.99×
24Alabama~90K0.98×
25Illinois~200K0.97×
26Massachusetts~100K0.97×
27Nevada~60K0.97×
28Arkansas~50K0.97×
29South Dakota~10K0.97×
30Alaska~10K0.97×
31New Jersey~200K0.96×
32New Mexico~30K0.96×
33West Virginia~30K0.96×
34Minnesota~90K0.95×
35Idaho~30K0.95×
36Washington, District of Columbia~20K0.95×
37Connecticut~60K0.94×
38Delaware~20K0.94×
39Vermont~10K0.94×
40Wisconsin~90K0.93×
41Rhode Island~20K0.93×
42Oregon~70K0.92×
43New Hampshire~20K0.92×
44Montana~20K0.90×
45Colorado~90K0.89×
46Maine~20K0.88×
47Michigan~100K0.86×
48Tennessee~100K0.86×
49Florida~400K0.85×
50Ohio~200K0.84×
Fig. 06

Affinity by region

Affinity by region — Chinese culture, United States
0.84×1.00×1.93×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Chinese culture audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Chinese culture audience
#·InterestCategoryAffinity×
01Coppa ItaliaSports26.82×
02Vietnam AirlinesTravel & Leisure20.00×
03ConfucianismPolitics & Society20.00×
04SC FreiburgSports20.00×
05TibetTravel & Leisure12.13×
06Viola DavisMovies & TV11.18×
07BeijingTravel & Leisure10.50×
08MalaysiaTravel & Leisure9.42×
09Window shutterHome & Garden8.04×
10MacauTravel & Leisure7.65×
11TaiwanTravel & Leisure5.56×
12Web serverTechnology & Electronics5.17×
13MongoliaTravel & Leisure5.17×
14North KoreaTravel & Leisure5.01×
15CutleryHome & Garden4.70×
16United NationsPolitics & Society3.80×
17Chinese cuisineFood & Beverages3.47×
18InnovationBusiness & Career2.18×
19Stand-up comedyMovies & TV1.70×
20SupermanMovies & TV1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Chinese culture audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Chinese culture audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.99×
SpiritualityBALANCE1.50×
Community OrientationOPEN1.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Chinese culture audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.82×
Social Media UsageJOY0.89×
Family OrientationCONSERVATISM0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Chinese culture have in United States?

Chinese culture has an estimated audience of 6,438,703 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Chinese culture fans?

55.6% of Chinese culture fans are female, 44.4% are male, with an average age of 41.9 years.

03

Which brands do Chinese culture fans like most?

Chinese culture fans show strongest brand affinity for Malaysia (9.42×), Beijing (10.5×), and Tibet (12.13×) over the country average.

04

Where do Chinese culture fans live in United States?

Chinese culture fans in United States are most concentrated in California (reach ~1M), Texas (reach ~800K), and New York (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Chinese culture fans also like?

Beyond Chinese culture itself, the audience over-indexes on Beijing (10.5×), Tibet (12.13×), Viola Davis (11.18×), and Web server (5.17×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Politics & Society audiences in United States

See Chinese culture audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Chinese culture. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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